International market Essay Example

Swiss housewives held different values compared to their French and English counterparts. They strongly identified with their role as strict and hardworking individuals responsible for their family's health. Dishwashers, in their view, simply facilitated an easier life, which conflicted with their Calvinistic work ethic. Consequently, dishwasher manufacturers needed to revise their advertising strategy, shifting the focus from convenience and simplicity to hygiene and health.

They emphasized that dishwashers, which use higher temperatures than hand washing, provide a more hygienic cleaning process. As a result, automatic dishwashers were easily sold in Switzerland. Source: Author Cultures across countries High context culture – meaning of behavior and speech varies depending on the situation – nonverbal cues convey significant meaning (Read between the lines) – e.g. Saudi Arabia and Japan; written contracts may not always be enforced when new executives come in (Chile, Mexico) Low context culture – intentions are expressed verbally – situation does not alter the meaning of words – e.g.

India, China, Australia, and New Zealand Cultural Assessment

International retailers must effectively communicate messages to individuals from diverse cultures in order to successfully promote their products in foreign markets. Cultural differences can lead to misunderstandings, which can significantly harm a company's or product's reputation. To ensure that the intended message is received accurately, retailers must have a thorough understanding of how each element of the message is perceived in the foreign culture. Failing to adapt to national customs and establish a connection with the target market will result in ineffective market entry strategies. The importance of clear communication is such that any potential for cultural misunderstandings should be eliminated. It is crucial for companies to identify key management positions

and prioritize appointing individuals from the respective culture whenever possible.

Many companies make the error of appointing employees from their parent companies to key positions in their foreign subsidiaries, often based solely on their language fluency. In order to comprehend the most significant aspects of a foreign culture, companies must remain vigilant and maintain a balance. There is no single approach to evaluate other cultures for retail purposes, as the evaluation method should be dictated by the type of products being offered. Retailers must possess perceptiveness and avoid exaggerating the differences or similarities between the foreign culture and their own. For instance, when analyzing the American market, a British retailer might overemphasize a perceived shared culture due to the shared language and close political and economic ties.

"A common language cannot indefinitely guarantee a common culture when the geographical, political, and economic factors that shape the culture are no longer uniform across its entire area," states the text. The example of Marks and Spencer pulling out of the Canadian market in 1999 illustrates this idea. The company believed that a shared cultural affinity would make Canadian consumers more receptive to the St Michael brand name, but this was not the case. In other words, just because two regions share a common language or heritage does not mean they will have a shared culture. Another complicating factor in understanding a country's culture is the presence of multiple cultures or sub-cultures within many nations worldwide.